DOCUMENT RESUME

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AUTHOR Ralph, Sue; Corbett, JennyTITLE How the Local and Provincial press in Britain

Reported the Relaunch of Mencap: Changing Images ofLearning Disabilities.

PUB DATE 12 Aug 94NOTE 41p.; Paper presented at the Annual Meeting of the

Association for Education in Journalism and MassCommunication (77th, Atlanta, GA, August 10-13,1994). Best available copy.

PUB TYPE Reports Evaluative/Feasibility (142)Speeches /Conference Papers (150)

EARS PRICE MFOUPCO2 Plus Postage.DESCRIPTORS Attitude Change; *Change Strategies; Foreign

Countries; *Learning Disabilities; *Mass Media Role;Media Research; *News Reporting; OrganizationalCommunication; Organizational Objectives; PrivateAgencies; Public Relations; Special Education

IDENTIFIERS *Charitable Organizations; Journalism Research; MediaCampaigns; *Media Coverage; Press Releases; UnitedKingdom

ABSTRACTA study examined 90 newspaper reports from the local

and provincial press in Great Britain which covered the relaunch ofMencap, the largest national charity for people with learningdisabilities. Mencap has adopted a new corporate style, a new logo,and a new "positive" image to reflect changing attitudes aboutdisabilities. Using for analysis the criteria defined within theorganization's press releases, the study focused on two key issues:(1) how closely the press reported Mencap's changing imagery anddemonstrated an awareness of the underlying objectives; and (2) howthe press included additional aspects of portraying representationsof "learning disability." Findings suggest that, although therelaunch was generally reported favorably, there is a basic dilemmain reporting on disability. This includes the need for charities toconvey key issues with clarity to journalists and advertisers so thatmixed messages are not conveyed, and the challenge that arises inaddressing the complex and diffuse nature of "learning disability."For example, the media do not see disabled people as a minority groupwith a political identity and, therefore, the disability community isnot considered newsworthy. One recommendation is to get more accuratestories printed, and that special educators should develop strongrelationships with newspaper reporters and editors. (Contains 9tables; 34 references; a list of newspaper sources; the pressreleases; and details of the relaunch, with photos of "real" peoplewith disabilities, and the old and new logos.) (NKA)

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A paper presented to theGroup on the Status of Persons with Disabilities of the

Association for Education in Journalism and Mass Communicationfor presentation at the national conference

August 12th, 1994Atlanta, Georgia, U.S.A.

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ABSTRACT

HOW THE LOCAL AND PROVINCIAL PRESS IN

BRITAIN REPORTED THE RELAUNCH OF MENCAP:

changing images of learning disabilities.

In this paper we examine newspaper reports from the

local and provincial press in Britain, which covered

the relaunch of the largest national charity for people

with learning disabilities, Mencap. We analyse these

examples, using the criteria defined within the press

releases. In our analysis, we focus upon two key isses.

The first is to evaluate how closely the press reported

this changing imagery and demonstrated an awareness of the

underlying objectives. The second is to explore the way in

which they included additional aspects of portraying

representations of "learning disability". We conclude the

paper with a brief discussion about the dilemma which

advertising disability creates. This includes the need for

charities to convey key issues with clarity to journalists

and advertisers. The challenge arises in aadressing the

complex and diffuse nature of "learning disability".

Sue Ralph, University of Manchester.

Jenny Corbett, University of East London.

3

INTRODUCTION

Mencap was founded in 1946 as "The National Association for the

Parents of Backward. Children" and was essentially an organisation

which provided support for the parents of children with "mental

handicaps". The term "Mentally Handicapped" was formally adopted

in 1955 and eventually became The Royal Society for Mentally

Handicapped Children and Adults, Mencap. (Durham, 1992) Mencap

is now the largest organisation in the UK for parents, families

and people with learning disabilities. Its management structure

is divided into three sections, 500 plus Local Societies, 7

Mencap Divisions which link the local and National Centre and the

National Centre. These are staffed by a mixture of paid

professionals and unpaid voluntary members. Mencap provides a

range of key services such as an employment opportunities

project, a network of houses in the community and 700 "Gateway"

leisure clubs for people with learning disabilities.

(Hedde11,1993).

The relaunch of Mencap on the 26th October was designed to give

every part of the organisation the opportunity to redefine the

image and to plan and move forward into the 21st ,century.

(mencapnews November 1992). The new image reflects the changing

attitudes towards learning disabilities which is demonstrated in

the change of logos.

In the early days, striking drawings of patheticchildren helped to draw public attention to the plightof backward children" and the drawing of "LittleStephen", was used by Mencap until 1992.(mencapreview 1993 p 11.)

Mencap are aware of the need to be positive and the new logo

4

which has been developed includes "positive pictures of real

people, engaged in common everyday activities." (mencapreview

1993 pll.) These images were chosen to reflect and capture the

spirit epresented by Mencap, that of "joy, success and

independence".

In addition Mencap have adopted a, "new corporate style and some

clear statements of intent in the new Mencap manifestos" were

developed (mencapnews Nov. 1992 p 1.). The marketing and Appeals

Director, Steve Billington, in speaking about the objectives of

the new Mencap " announced to the world that MENCAP is a

campaigning force (mencapnews Dec 1992. p 1.) Full details of the

campaign are attached.

In this paper we will examine and analyse the relaunch as

reported within the British local and provincial newspapers. An

analysis of this type provides the opportunity to explore the

potential for confusion and mixed messages and illustrates the

conflict between advertising images and disability politics.

Information was given to the press by Mencap in the form of press

releases (attached) and we were interested to see how closely

these were followed.

In general the material which looks at press coverage of

disability issues tends to include some discussion about the

power of the press to inform and influence public perception.

Mankiewicz (1978) and Yoshida et al (1990) consider that

newspapers "are a powerful medium for developing public opinion

about issues" ( p 418) and McLoughlin and Trammell, (1979) and

(shearer, 1984) found that the press shaped public perception,

25

attitudes and ideas towards disabled people. Louis Harris (1991)

found that the media "have the potential to significantly

influence people's berceptior> of irdividuals with diE bilities"

(F 179). Cis Davies (1991) believes that newspapers have

considerable power as opinion informers and that newspaper

journalism is the section of the media which most readily

reinforces our disabling society. There is no clear consensus of

opinion emerging from the literature. This view is supported by

Colin Barnes (1992) who acknowledges that,

"whilst there is some dispute about the level ofinfluence the mass media nas on our perceptions of theworld there are few who believe that it does not haveany.(p 11.)

Biklen (1987) in his examination of media power makes an

important point. Although the media may not be as powerful as

some would think in influencing the shape of the public agenda

and may not easily be able to make a prejudiced person

unprejudiced, it may be influential in continuing certain some

prejudicial practices, articulating them instead in other terms,

as professional or social policy debates. (p 81)

Smith and Jordan (1991) say that newspapers, "whatever their

effect", have an important role to play in promoting images of

disability,

....as TV coverage of disability issues is oftenconfined to "minority" programming, the papers are aparticularly important arena in which images ofdisability are portrayed.(p 9.)

65% of the UK. population read a daily newspaper and 72% a Sunday

.newspaper. (Peak, 1993). It is di:ficult to assess how many

people read the regional, and local weeklies which the sample

3

included as many of the newspapers are tree sheets distributed

locally. Accurate circulation figures are unavailable but our

sample represents a large number of potential readers.

The academic studies referred to in this paper are concerned with

National newspapers. There are no academic studies which examine

disability issues

to gain a deeper

in local or provincial newspapers. If we are

understanding of changing attitudes

learning disability, it seems to us that we need to

towards

analyse

coverage in the provincial and local newspapers. In Britain as

in America, local and provincial papers tend to have the

following characteristics: an emphasis on local dignitaries,

civic pride and, above ali, conservatism with a small "c". We

feel, therefore, that in exploring this rarely examined aspect

of press coverage we can evaluate the extent to which political

awareness is increasing among the silent majority. As we will

demonstrate in our findings, it is not surprising that local and

provincial papers tend to resort to those comforting stereotypes

which suit their readership.

PRESS COVERAGE OF DISABILITY ISSUES.

In one of the first studies of media portrayals of disability,

Biklen and Bogdana (1977) identified 10 commonly recurring

stereotypes, and in 1987 they examined the coverage of two major

medically orientated stories, that of baby Jane Doe and Elizabeth

Bouvia. This they found to be condescending and paternalistic

(Clogston, 1993) and concentrated on their respective right to

live or die and whose right it is to make those decisions. Most

of the early studies found that coverage in newspapers was

4

predominantly traditional. For example, Yoshida, (1990) found

that interest in special education stories was high though the

type of story was traditionally that of "budget, expenditures,

taxes, housing or normalisation and treatment in institutions."

(p 418.)

The recent focus on disability rights issues in the U.K. and in

the US has produced changes in emphasis and an increase in the

amount of coverage of disability issues in the mass media

(Barnes, 1992, Cumberbach, el al 199. Clogston,J.1993). Paul

Longmore (1985 and 1987 cited by Gazsi 1992 p 178), Professor of

History at Stanford University, confirms that the changes which

are occurring in the media's portrayals in the US are due to

advocacy groups working with the media in an advisory role and

a more vociferous disability rights movement which is creating

a greater awareness of the disability community. Clogston (1992

and 1993) reported a trend towards more progressive story topics

(those "which focus more on how society deals with a population

which includes those with various disabilities" , p 4) in The New

York Times, Chicago Tribune and the Los Angeles Times between

1976 and 1991. Oliver (1990) found that there had been some

attempt by the mass media to break down some of the dominant

cultural images through the use of specialist television

programmes, drama and documentaries. Haller (1992) cited in

Clogston (1993) found that coverage of deaf issues was less

stereotypical in The New York Times from 1988.

Smith and Jordan (1991) found that British National new:,papers

focused on a limited number of issues. Three subjects dominated

the press coverage, Health, Fundraising/charity issues and

5

personal/individual interest stories <<nd

so called medical "problems" of disabled peoplecompletely overshadow the political/social issues thatrela,., to disability.(Smith and Jordan p 22.)

METHODOLOGY.

Mencap made available their collection of local and provincial

press reports concerned with the relaunch. In total 90 reports

written between 22nd November and 3rd December were analyzed

using the following categories: terminology used; mention of

race, ethnicity, age, different disabilities; rights;

descriptions of the details of the campaign; descriptions of

patronage, eg mention of prestigious people, The Queen, The Queen

Mother, Lord Rix (National Chair of Mencap and a well known

actor), Members of Parliament, local councillors and local mencap

officials; mention of the replacement of "Little Stephen";

details of .,mencap's new image; details of mencap's new

objectives; details of the Mencap Media Award.

These categories summarise the information in the three press

releases. In addition we looked for,

mention of special services, fundraising, the call for

volunteers.

uses made of photographs,

use of positive and negative terminology in headlines.

ANALYSIS OF CO3TENT.

LANGUAGE AND TERMINOLOGY.

The reports were examined for their use of language and the

6

9

results are summarised below. The number of times each word or

phrase was used was counted.

usr OF THE 1--LOWING WORDS.

MENTALHANDICAP

MENTALDISABILITY

LEARNINGDIFFICULTY

LEARNINGDISABILITY

142 8 46 93

DOWNS/OTHERNAMED

DISABILITIES

HANDICAPPED OTHERS A MENTALHEALTHCHARITY

8 14 15 4

"Mental handicap" was used 142 times in 75 reports. However, in

many reports it was common practice to link people with learning

disabilities/mental handicap, the phrase used in the press

releases."Learning disabilities" the preferred terminology by

People First and the National Mencap organisation was used 93

times in 57 reports. "Learning difficulties" the phrase which

National Mencap and People First are trying to replace, was used

46 times in 36 articles. Handicap has almost disappeared and

appeared only 14 times in 12 reports.

REPORTED DETAILS OF THE CAMPAIGN.

The reports were examined to see if they contained reference to

ethnicity or race, different ages, or a range of disabilities.

The five images Mencap have created are photographs of people

with a learning disability of different ages, ethnic backgrounds

and levels of disability and reflect Mencap's new future

objectives. (Press Releases 7th October and 7th September 1992).

7

0

ETHNICITY/RACE DIFFERENT AGES DIFFERENTDISABILITIES

34 32 3

Some of the reports mention all or some of the above. In

23 additional reports there was no specific reference to age per

se but through the reporting two messages concerned with age

emerged. These were that Mencap is not an organisation concerned

only with children and that the "Mencap" of the future will more

obviously help and support people with learning disabilities from

all age groups.

Next the reports were examined for any mention and details of,

the following points,

the number of new images; the phrase " a new image" with no

details; the word, manifesto; details of the manifestos;

reference to the images/photographs being of "real people", and

reference to the images/photographs being of people with learning

disabilities/mental handicaps/difficulties.

PHOTO-.GRAPHSNUMBER

NEWLOGO

MANI-FESTO

MANI-FESTODETAILS

REALLIFE

PEOPLE WITHLEARNING

DISABILITIES

58 19 20 5 30 15

Some reports mentioned only one point whilst others made

reference to more. Seven reports contained no details of the

campaign but instead were concerned with local Mencap human

interest stories. For example, the local MP becoming the branch

president (Somerset Standard); a photograph of officials and

professionals at a mencap conference (Ballymeria Observer), and

a letter of thanks for money raised at a local re-launch

(Brackley and Towcester Advertiser). Three reported the new image

8

without any actual details. One of the three devoted the complete

report to a discussion concerned with the breaking down of

barriers and prejudice (Cumbria Evening News and Star).

"MAKING THE MOST OF LIFE" AND THE "CONCEPTS OF JOY, DIGNITY,

INDEPENDENCE AND PRIDE".

The strapline " making the most of life" was used in 22 reports,

four of them used it twice. Of the four concepts which were being

promoted, "joy/happiness" was the one most used. Descriptions

included, "the "forgotten people" are making a happy come back

in a new logo campaign", (Chelsea News), "happy smiling faces",

(Caernafon and Denbigh Herald), "people laughing, playing and

hugging" (Stockport East Messenger). Some, papers like The

Cannock Mercury concluded that this happier image created a more

positive image. "Five portraits of mentally handicapped

people,.... (were).. selected to portray a more positive image

of those with learning disabilities dnd their joy, dignity and

independence. The Potters Bar Pimes also suggests the

projection of a more positive image and said the new images

"should promote a more active and happy image of mentally

handicapped people". The chair of the Caernarfon group, as said

the new images are "far more positive and best illustrate what

we seek to achieve. Each of them shows happy smiling faces, of

a couple embracing, a child playing ball, an adult swinging a

child into the air and two of people with arms outstretched in

greeting."

THE "LITTLE STEPHEN" LOGO.

The logo has been the focus of considerable discussion within the

9

1;?

organisation. Many have argued for its retention ("It's served

us well in fundraising event over the years") but equally many

have argued for something to replace it because of the need to

respond -J change and new policies. People First, the US.

equivalent to "We Can Speak For Ourselves", is a group run by and

for people with learning disabilities. They have criticised the

logo because it implies a lack of dignity and suggests that

Mencap is an organisation which is concerned only with children.

"The sad boy depicted on our old logo is seen as anunacceptable image for an organisation that tries topromote dignity and equal rights" Billington, (SundayTelegraph 18th Oct 1992.)

Evans (1992) analysis of the use of the symbol supports the view

of People First. She accuses Mencap of being an organisation

which speaks FOR its constituents and thus denies them the power

to speak for themselves. She says,

"there is no more damning evidence of this thanMencap's "Little Steven" corporate symbol. LittleSteven encapsulates the patronising idea that peoplewith learning disablement are eternal children,inordinately dependent on charity and pity" p 139.

"Little Stephen" is referred to in 69 reports, (67 times by name

and 12 times unnamed). Of the 21 reports which did not directly

refer to him many of them did mention "a new logo/image". The

following are phrases used to describe his image; sad

faced/forlorn/sad eyed little boy; pathetic image; tearful and

downtrodden boy; replacing the boy with braces; he gave the wrong

impression (suggesting that Mencap dealt only with children); two

photographs of the logo being burnt; portrayed a sad and negative

image of the people for whom Mencap work; well known; which

research has shown created negative images of people with

10 13

learning disabilities; depicting a little lad with a tear rolling

from his eye; a sketch of a sad faced boy; designed to curry

public sympathy for his pathet'.c vulnerability; the we y looking

boy is unive,ally despised by people with learning difficulties

and has perpetuated the sad, pathetic begging bowl image to the

detriment of the charity; Little Stephen was a successful

fundraiser for many years; dropped famous logo to feature a

brighter more realistic image of the people helped by the

organisation...Mencap had to move with the times; child with a

mental handicapped life; pensioned off; outline sketch of the

child with its head bowed; cartoon style of a melancholy waif.

In their report, the Selby Times, (29th October 1992) clearly

mis- read and misunderstood the message contained within the

press release when they referred to the "new logo, Little

Stephen"!

The new logo was welcomed by Local and National spokespersons who

were quoted in many reports as saying that they welcomed the new

logo because it indicated that Mencap actually works with a wide

age range of people. Mention was made that the logo had to be

changed because it conveyed the impression that Mencap worked

only with young children (Lincolnshire Echo) and

The Stockport East Messenger quoted research which suggested that

the "sad faced little boy" created a negative image of people

with learning disabilities. Consequently "Little Stephen" had

been replaced with a "new logo featuring people laughing, playing

and hugging." in order "to feature a brighter more realistic

image of the people helped by the organisation." (Worcester

11 14

Evening News.)

USE OF PHOTOGRAPHS.

Photographs or sketches were used in 38 reports. These are

summarised in the Table below.

PHOTOGRAPHS FROM MENCAP PUBLICITY.

A C E G I K

16 1 1 6 10* 0

B D F H J L

6 0 0 0 0

* Andrew Gardner and Noreen Kelly who appear as the couple were

featured in a special report in the Stanmore Observer (29th

Oct.1992) and an additional photograph of them was used. (See

attached photographs).

OTHER PHOTOGRAPHS.

"LITTLESTEPHEN"

LORD RIXMENCAPMEMBERS/OFFICIALS

PEOPLE WITHLEARNINGDISABILITIES

OTHERS

4* 1 5** 6 3***

* *

Two of these showed his image being burned.

Four showed fundraising cheques being presented. Twopeople with learning disabilities were included in theceremony.

*** A petition supporting civil rights is being presented to aMember of Parliament.

All the photographs stereotyped people with learning

disabilities; two involved fundraising events; Gary Jelen, the

12

1)

British Power Lifting Champion for People with Learning

Disabilities; children at a special school doing a First Aid

Course; a boy who is autistic with his mother (her arm around his

shoulders); a man holding a plate of cakes standing next to his

female tutor, and a girl using a computer at a special school

with her smiling mother standing by her side.

MENCAP'S CHANGING IMAGE.

Reports were examined for the following wort?; and phrases;

"positive and/or challenging" and "educate the public/challenge

public attitudes".

POSITIVE CHALLENGE ATTITUDES

24* 29

This figure includes 5 reports which used the phrase "toupdate/improve".

Many report extra details. The most commonly used statement of

this type was, that

these images open people's eyes to the fact thatpeople with a mental disability have the same needs,emotions and dreams as everyone else, although theyand their carers need additional resources and supportto meet these aspirations"(Catherine Havern in Stafford Newsletter, 13thNov.1992).

The new slogan "making the most of _Life" was underlined as

summarising the attitude that Mencap wants to foster towards

people with learning disabilities. 36 reports had a variation on

Billington's comments (press release, 7th September 1992) about

being committed to the process of change but his sentence "..and

will continue to fight and campaign even more vigorously for the

wider recognition of the rights of people with learning

13

disability to live a full and active life in the community into

"images were part of a wider campaign to educate the public that

people with mental handicap/learning disabilities can play a full

and activ role within the community.""

MENCAP TO mencap.

Although the change of style of the word "Mencap" from upper to

lower case lettering was not mentioned in the press releases it

was mentioned in County Down Spectator, but they continued to use

the older format in the remainder of their report. 16 other

reports used the new version but always in connection with one

of the printed logos or manifestos. In the text they always

reverted back to the familiar upper case MENCAP.

MENCAP'S NEW ROLE.

All three press releases included statements about Mencap's role

in fighting for the rights of people with learning disabilities

and of campaigning against discrimination. 21 reports mentioned

mencap's role as a campaigning or a pressure group, or as

spec:Lically fighting discrimination. These points are

illustrated with the following examples. "Improving people's

status", "campaigners fighting for a better deal", comments

concerning local groups being pressure groups, furthering the

understanding and education of children and adults with learning

disabilities and their rights as human beings, changing

attitudes, fighting discrimination, moving towards a life of

equality, petitions supportiilg civil rights, charity campaigning

for the abolition of discrimination, manifestos designed to

challenge public attitudes, the promotion of the concept that

people with learning disabilities have the same rights and

opportunities as other citizens, and "we can expect more forceful

campaigning" and breaking down barriers.

HEADLINES AND SUBHEADLINES.

Reports were examined to see if they contained the following

words or phrases and these are summarised below.

NUMBER OF HEADLINES USING THE FOLLOWING WORDS OR PHRASES.

NEW IMAGE/NEW LOOK

NEW LOGO/SYMBOL

UPDATE;FRESHIMAGE

SPECIAL CHALLENGE

33 5 4 7 2

MOREPOSITIVEIMAGE

MAKING THEMOST OFLIFE

JOY/HAPPINESS

CAMPAIGNS CARING

3 4 2 2 3

OTHERSNO

HEADLINE

23 2

any headlines had combinations of one or more of the above.

Examples include, "Mencap go for positive image with new

logos"(caernafon and Denbigh Herald), "Positive Image, mencap

making the most of life"(Chorley Guardian). "Here are the five

new faces of Mencap. Logo boosts image and awareness for

charity". These headlines are supported by five pictures from the

new manifestos all with the words "mencap making the most of life

" underneath each of the photographs of the posters (Daventry

Express). Only one headline mentioned "greater equality"(West

Herts and Watford Observer) and the Southampton Echo led with the

words, "Change needed in understanding needs and rights". The

15 18

Lincolnshire Echo in almost a half page report tried to inl_ude

everything in its headlines. The major headline "Profile will

rise from "burning boy" ashes" refers to Gainsborough mencap

group publicly burning the previous mencap logo "Little Stephen"

and the two smaller headlines "New logos change image of handicap

support group" and "Public attitude toward disabled is

challenged" refer to the mencap re-launch. A sketch of "Little

Stephen" and five pictures from the new manifestos each carrying

the words "mencap, making the lost of life" underneath.

SUBHEADLINES.

17 reports used subheadlines, the majority of them (10) using one

of the new logos and the words, "mencap making the most of life."

In the other four there was an appeal for rights, the "Joy of

couple on charity's new positive" poster", (a special article

about Andrew and Noreen, the couple on the housing manifesto, and

two reports contrasting the old "Little Steven" image with the

new logo.

FUNDRAISING, SPECIAL SERVICES, CALL FOR VOLUNTEERS, MENCAP AS

"CARERS" AND DETAILS OF LOCAL ORGANISATIONS

SPECIALSERVICES

FUNDRAISINGACTIVITIE::,

CALL FORVOLUNTEERS.

CARER/HELPER

DETAILS LOCALORGANISATIONS

24 28* 2** 15 68

Two reports described the New Forest mencap's shop whichhas opened with the specific purpose to sell a range ofgoods made by people with learning disabilities.

Gidman in the Worcester Evening News, Helpline of 28th October

1992, was concerned with the changing nature of fundraising

pointed out that "Mencap had to update itself. It needed to

16 9

change particularly as fundraising gets more professional" (Geoff

Oakley, Chair of the Malvern mencap group.)

** Several other reports made reference to the fact that mencap

relied largely on voluntary help and some reports invited the

public to visit their local centres, join local groups or

invited people to obtain more information.

The caring or helping aspects was confined either to a headline,

"Five new caring faces of Mencap" or to one sentence usually at

the beginning of the report. This usually consisted of examples

like the following, "Volunteers helping the mentally handicapped"

"supports and helps" "cares for people with learning

difficulties" "helping the mentally handicapped" and shows "even

greater commitment to caring for the mentally handicapped. "New

sign of Mencap's caring role" (Luton News 28th Oct. 1992.).

PEOPLE INTERVIEWED OR MENTIONED SPECIFICALLY IN THE REPORTS.

People who were quoted directly in the reports were placed in the

following categories.

LOCALCHAIRS

LOCALSECRETARIES

MENCAPSPOKES-PERSONS

PRESIDENTS LORDRIX

OTHERS

34 6 4 3 3 10*

These included Jessica Hardie, the mother featured on thefamily life manifesto; the mothers of Andrew and Noreen,the couple pictured on the front of the housing manifesto;Gary Gelen's father; and one report which named the Queen,and Queen Mother as patrons of mencap and the ex actor LordRix who is the National chair.

60 of the reports contained direct quotations from a variety of

people usually connected with a local mencap society. Most of the

people who were interviewed were local Mencap members, two whom

were acknowledged as having a child with learning disabilities.

1720

DISCUSSION.

The reporting of the Mencap relaunch by the local and provincial

press was generally positive and there appeared to be an interest

in report_ .g it. Generally recommencicid terminology was used and

there was little use of words like "suffers" or of descriptions

of people in terms of their disabilities. In "traditional"

newspaper reporting Yoshida, (1990) had found that there was a

areat emphasis on "caring", "fundraisng" and "special and

segregated services", although many of the reports also included

information about the "special services" offered by the local

groups, much of the discussion focused on informational aspects.

For example a seminar informed people about recent changes in

educational provision. The largest amount of column space in most

of the reports was devoted to positive details of the relaunch.

However more column space in the Mid Bedfordshire Citizen (29th

October, 1992) was used to discuss special services provided by

the Bedford branch of mencap. (see attached). Gene/ally the

relaunch was reported positively. All agreed that "Little

Stephen" should be replaced by the more positive images of real

people with learning disabilities, and that the new images

embraced a more representative societal group. The more political

areas such as campaigning and rights issues, although not always

highlighted in the press releases, were mentioned in many of the

reports.

The selection of which of the images the reporters chose to print

was interesting with certain images being favoured whilst others

were ignored. Caroline Cook, relaunch photographer, took hundreds

of photographs, five of which were chosen to encapsulate the

1821

Mencap image which is

...independence, rights, family, loving, caring,support, winning, achieving, multiracial, universal,challenging, ,11 ages, joyous and speaking foryourself.(mencapLs November 1992 p 11.)

Mencap went to some trouble to choose the photographs and

consulted groups of interested people about the choice.

There was considerable confusion about what was meant by the

"logo", the "five images" and the "manifestos". Mencap's own

publicity was unclear, as were their press reports. This was a

missed opportunity. Left to their own devices, the press

"selected" their favourite images which the analysis highlights.

These were stereotypically narrow in their concept and included,

a black woman and child, (why not a man?) a heterosexual couple,

with the white male protecting the white female. Both people have

learning disabilities and fit the stereotypical view that "its

OK for like to marry like." Happy Bobby is a white male who has

his arms stretched into the air. He is not actually doing

anything specific but enjoying it. (This is a passive image.)

A happy young white man, standing smiling with his arms open wide

waiting for something. He was often shown on the front on the

employment manifesto. (How realistic is this?) A young white

attractive girl throwing a ball in the air was also seen in some

of the reports.

A strength of the new campaign could have been the positive steps

taken by the Mencap image makers to cover issues of race, gender

and different levels of disability. By giving unclear information

these were diluted. The following images did not appear in any

of the reports; Older woman on her own ( K ); older man (D);

19 22

the black boy ( J ); the black girl playing the cymbals (F) or

the young white boy with the balloon ( H). The wheelchair image

( C ) is used only once and the black images used only in the

stereotypic way of a woman caring for her baby.

"Little Stephen" in all the reports was considered to be a

negative representation and was reported as being no longer in

use (except the Selby Times). None of the reports said that part

of the reason for his removal was because he was a "white boy".

Instead they concentrated on his sad, pathetic appearance. None

of our sample suggested that this image should remain.

Reports were not always clear about their definitions of the use

of the logo, or the five images, or the six manifestos. (Full

details of the relaunch are given at the end of the paper).

CAN CHARITIES PRODUCE POSITIVE IMAGES?

The question Mencap must address is, is it possible to be both

a campaigning force and a charity? Mason (1992) points out that,

because it is illegal to be "political and a charity", only if

you are independently wealthy is it possible to combine the two

activities. She goes on to say,

"The images created by the charity industry to raisefunds reinforce the sad, passive, unfortunate image ofdisability....and they leave us without thefundamental right to be included in mainstreamservices as equal ci,izens. We are still beggars, evenif that begging has become more sophisticated.(p 47.)

Jessica Evans and Andy Golding (1992) "challenge the illusion of

neutrality in the portrayal of people with learning disabilities

by charities" (p 140). They want

to produce images not as a means of establishingevidence about "what mentally handicapped people arereally like" but in order to politicise the concept of"mental Handicap".

20 23

(p 140)

Mencap is a campaigning force, but the images that it produces

do not accurately represent in picture form the complex nature

of learning disability. Instead of introducing controversial

photographic imagery, the well established logo "mencap" whi7h

the society decided to retain with the addition of the new

strapline "making the most of life", might have produced a more

appropriate campaigning image.

CAN CHARITIES INFLUENCE NEWSPAPER REPORTING ABOUT THEIR

ACTIVITIES?

The media do not see disabled people as a minority group with a

political identity and therefore the disability community is not

considered to be newsworthy. (Waxman,B.1991,cited Gazsi,1992)

Because of this, Yoshida (1990) suggested that in an attempt to

get their stories printed more accurately "special educators must

develop strong relationships with newspaper reporters and their

editors".

(p 418) Newspapers are commercial ventures and employ a minimal

number of journalists to cover a whole range of stories. The need

to meet urgent deadlines, reduces the time for research and

consequently only easily accessible information is used. Space

is also a consideration. Therefore press releases must be clear,

concise and provide all the essential background information.

News writers have "stock" ways of presenting a particular issue.

Disability, is often written about in terms of tragedy, of

charity, pity, or of the struggle and subsequent courage of

overcoming disability. Reporters bring with them to a story a

21 24

combination of such standard "framEs" 7-)r presenting it to

readers. (Gitlin, T. 1980).

The press releases prior to the relaunch created confusion abou:

what were the "new images" and what as the logo. Jernian (1975)

cited by Biklen 1987) in his account of how a particular reporter

at a political convention "chose to write from a traditional,

debilitating "frame rather than focus on the issues of

discrimination, civil rights, and political organizing that were

the meat of the conference. He emphasised how difficult it was

to encourage reporters to move out of their "frame". As the

evidence indicates public attitudes are still generally negative

towards disabled people (Barnes,1992, Reiser, 1992). It is

essential that charities give information in their press release

that they want to see in print.

As we suggested in our introduction, those characteristics of

conservatism, parochialism and promotion of local benefactors

cannot but influence press coverage of disabilities charities.

In addition to this overall pattern, Mencap have a further

complication in that there are a large number of local branches

and therefore a large number of potential spokespersons, who need

to be carefully briefed in dealing with the press. What became

clear was that the local spokespersons had used thq press release

as the basis for their own comments to the local press. Whilst

we realise that this is an inevitable feature of local

newspapers, we suggest that in order to improve their press

coverage, Mencap could give clearer guidelines to local groups

about how to use the press and to give interviews. This will

diminish the use of inappropriate terminology, stereotypic

22 25

photographs and encourage the development of more positive

reporting.

BIBLIOGRAPHY.

Barnes, C. (1992) Disabling Imagery and the Media. BCODP, RyburnPublishing, Halifax.

Biklen,D and Bogdana, R (1977) Media Portrayals of DisabledPeople: A Study of Stereotypes, in Inter-racial Children's BookBulletin. Vol 8. Nos 6 and 7 pps. 4 to 9.

Biklen,D. (1987) "Framed: Print Journalism's Treatment ofDisability Issues", in Gartner, A and Joe,T Images of theDisabled: Disabling Images. New york, Praegar, p 79 to 93.

Billington,S (1992) in Fox, N "Charities put on the pinstripes"in Sunday Telegraph, 18th October, 1992.

Clogston, J. (1993) Changes in Coverage Patterns of DisabilityIssues in Three Major american Newspapers, 1976 to 1991. A paperpresented to the Association for Education in Journalism and MassCommunication, Annual convention, Kansas City, MO, August 1993.

Cumberbach,G and Negrine, R (1992) Images of Disability onTelevision. Routledge, London.

Davies, C. (1991) Forward in What the papers say and don't sayabout disability. The Spastics Society, London.

Durham, M. (1992) When is a "learning disability" a handicap? inThe Independent on Sunday, 18th October 1992, p 28.

Evans, J. (1992) Infantilism, projection and naturalism in theconstruction of mental disablement" in Hevey, D. The CreaturesTime Forgot. Routledge, London.

Gazsi, S. (1992) A Parallel and Imperfect Universe: The Media andPeople with disabilities. Univer'ity of Columbia.

Harris, L. (1991) Public Attitudes Toward People withDisabilities. Conducted for National Organisation on Disability.Louis harris and Associates,Inc.

Havern, C. (1992) Charity's new look in Stafford Newsletter, 13thNovember 1992.

Heddell, E. (1993) Forward in mencapreview. November 1993 p 1.

Haller, B. (1992) "Paternalism and Protest: The Presentation ofdeaf Persons In the Washington Post" in Clogston, J. (1993).

23

2 6

Changes in Coverage Patterns of Disability Issues in Three MajorAmerican Newspapers, 1976 to 1991. A paper presented to theAssociation for Education in Journalism and Mass Communication,Annual Convention, Kansas City, MO, August 1993.

Gitlin, T (1980) The Whole World is Watching Berkeley. Universityof California Press. San Francisco.

Hevey, D. (1992) The Creatures Time Forgot. Routledge, London.

Jernian, K. (1975) in Biklen, D. (1987) "Framed: PrintJournalism's Treatment cf Disability Issues", in Gartner,A andJoe,T Images of the Disabled: Disabling Images. New York,Praegar, p 79 to 93.

Longmore, P (1985 and 1987) cited by Gazsi, S. (1992) A Paralleland Imperfect Universe: The Media and People with disabilities.University of Columbia.

Mankiewicz, F and Swerdlow, J. (1978) Remote Control. BallantineBooks, New York.

Mason, M (1992) " Charities v Rights" in Rieser, h and Mason, M.Disability Equality in the Classroom: A Human Rights Issue.Swindon Press Ltd, Swindon.

Mencap (1993) Changing attitudes, changing faces in mencapreview,November 1993 p 11.

mencapnews (1992) The Future Starts Here. November 1992 p 1.

mencapnews (1992) Making the Future. November 1992 p 8 and 9.

mencapnews (1992) The Image Makers. November 1992 p 11.

mencapnews (1992) The Campaign Has Just Begun. December 1992p 1.

McLoughlin, J.A.and Tramell, N. 1979) "Getting the Image Right"in Pointer, 23, Part 2, p 60 to 65.

Oliver,M. (1990) The Politics of Disablement. Macmillan,Basingstoke.

Peak, S.(Ed.) (1992) The Media Guide 1993. A Guardian Book,Fourth Estate, London.

Rieser, R., and Mason, M (1992) Disability Equality in theClassroom: A Human Rights Issue. Swindon Press, Swindon.

Shearer, A. (1984) Think Positive: Advice on Presenting Peoplewith a Mental Handicap. International League of societies forPersons with Mental Handicaps. Brussels.

Smith, S. and Jordan, A. (1991) What the papers say and don't sayabout disability. The Spastics Society, London.

249

Yoshida, R., Wasilewski, L., and Friedman, D. (1990)Recent Newspaper Coverage About Persons with Disabilities, inExceptional Children, Vol 56, No 5, pp 418 to 423. 1990.

Waxman, B.F. In Gazsi, S. (1992) A Parallel and ImperfectUniverse: The Media and People with Disabilities. University ofColumbia.

LIST OF LOCAL AND PROVINCIAL NEWSPAPER SOURCES

Abingdon Herald, 29 Oct 1992: Five new images of caring

Amersham Free Press, 23 Oct 1992: Charity campaigns

Andover Advertiser, 30 Oct 1992: New logo

Ballymena Observer, 6 Nov 1992: Mencap meet at local hotel

Barnet Borough Times, 22 Oct 1992: Gary gives himself a recordlift target

Beaconsfield Free Press, 23 Oct 1992: Charity campaigns

Bedford & Kempston Citizen, 29 Oct 199:: Making the most of life

Brackley & Towcester Advertiser, 13 Nov 1992: ...and those atrelaunch

Brighouse Echo, 6 Nov 1992: New image for charity

Bucks Free Press, 23 Oct 1992: Charity campaigns

Bucks Herald, 29 Oct 1992: New Mencap symbol to spearheadcampaign

Burton Herald & Post, 28 Oct 1992: Mencap logo

Caernarfon & Denbigh Herald, 30 Oct 1992: Mencap go for positiveimage with new logos

Cannock Mercury, 29 Oct 1992: Changing face of MENCAP

Chelsea News, 29 Oct 1992: A smile that launched 1,000 appeals

Chester Chronicle (City), 30 Oct 1992: MENCAP's new image

Chester and District Standard, 29 Oct 1992: Mencap's new image

Chorley Guardian, 29 Oct 1992: Positive image

Clacton Gazette, 30 Oct 1.992: New president boost for MENCAP

County Down Spectator & Ulster Standard, 29 Oct 1992: A morepositive image for MENCAP

25 28

Daventry Express, 29 Oct. 1.992: Logo boost:; image and awarenessfor charity

Democrat (Dungannon), 29 Oct 1992: News from Mencap

Derbyshire Times, 29 Oct 1992: Helpers' sign of progress

Dungannon News & Tyrone Courier, 28 Oct 1992: Dungannon groupjoins national launch

Ellesmere Port Pioneer, Nov 1992: Five new caring faces of Mencap

Essex Chronicle Woodham, 30 Oct, 1992: Chelmsford MencapSociety... (etc)

Evening Echo (Bournemouth), 31 Oct 1992: Mencap's new-lobk shopopens

Evening Echo (Bournemouth), 6 Nov 1992: Mencap takes on a newimage

Evening News and Star (Cumbria), 29 Oct 1992: Breaking down thebarriers

Evening News (Worcester), 28 Oct 1992: Mencap going for a moreoptimistic logo design

Folkestone Herald, 6 Nov 1992: Images to challenge for localMencap

Gainsborough News, 28 Oct 1992: New image for Mencap

Gainsborough Target, 30 Oct, 1992: Burning for new image

Gazette (Dursley, Cam, Wotton-under-Edge, Berkeley, Sharpness &The Vale), 30 Oct 1992: Happier image

Glossop Chronicle, 22 Oct 1992: Mencap gets an appropriate logo

Glossop Chronicle, 12 Nov 1992: Group loses Roy

Gloucester Citizen, 27 Oct 1992: Charity unveils a new look

Guardian (Walthamstow), 3 Dec 1992: Making the most of life

Hartlepool Mail, 29 Oct 1992: Mencap books new image

Heartland Evening News (Nuneaton), 28 Oct 1992: Making the mostof life

Henley Standard, 30 Oct 1992: New image for Mencap

Herald (Harrowgate), 4 Nov 1992: Charity's new image

Hexham Courant, 23 Oct 1992: Mencap gets new logos

269(1

High Peak Courier, 23 Oct 1992: Mencap has new look

Holderness Gazette, 3n Oct 1992: MENCAP launch NEW LOGO

Huddersfield Daily c'xaminer, Nov 1992: Mencap update' image

Hyt'.e Herald, 0 Oct 1992: Mencap strive to create a fresh image

Hythe Herald, 6 Nov 1992: Images to challenge for local Mencap

Keighley News, 23 Oct 1992: Image update

Keighley News, 30 Oct, 1992: Mencap's new image

Leicester Mercury, 28 Oct 1992: New image for Mencap

Lincolnshire Echo, 26 Oct 1992: Profile will rise from "burningboy" ashes

Lincolnshire Standard, 6 Nov 1992: New look for MENCAP group

Luton News, 28 Oct 1992: New sign of Mencap caring role

Lynn News (Tuesday), 4 Nov 1992: MENCAP gets an image update

Matlock Mercury, 23 Oct 1992: Mencap

Mid Bedfordshire Citizen, 29 Oct 1992: Making the most of life

Mirror Extra (Redhill, Reigate & Horley), 23 Oct 1992: EastSurrey Mencap... (etc)

New Forest Post, 5 Nov 1992: New moves for Mencap

News (Portsmouth), 5 Nov 1992: Sad boy gives way to joy of life

Newton and Golborne Guardian, 30 Oct 1992: New look for caregroup

North Wales Weekly News, 29 Oct 1992: Mencap re-launch

North-West Evening Mail, 26 Oct 1992: Mencap visit

Pontefract & Castleford Express, 29 Oct 1992: Society's new look

Potters Bar Times, 5 Nov 1992: New image launched

Risborough Free Press, 23 Oct 1992: Charity campaigns

Romney Marsh Herald, 30 Oct 1992: Mencap strive to create a freshimage

Romney Marsh Herald, 6 nov 1992: Images to challenge for localMencap

Sale & Altrincham Messenger, inc. Sale & Altrincham Guardian, 30

27

30

Oct 1992: Logo means new image

Sale & Altrincham Messenger, inc. Sale & Altrincham Guardian, 6Nov 1992: Mencap joins move towards a new image

Scarborough Evening News, 9 Nov 1992: Charity's new image

Selby Times, 29 Oct 1992: Little Stephen is MENCAP's sign oftimes

Shrewsbury Chronicle, 29 Oct 1992: New images for Mencap

Somerset County Gazette, 30 Oct 1992: Mencap makes the most ofit

Somerset Standard, 30 Oct 1992: MENCAP launches new image

Somerset Standard, 6 Nov 1992: MP is Mencap's branch president

South Kent Citizen, 4 Nov 1992: Out goes sad little Stephen --and in come new "challenging" images

Southampton Echo, 27 Oct 1992: Change needed in understandingneeds and rights

Spalding Guardian, 23 Oct 1992: New-look Mencap

Stafford Express and Star, 29 Oct 1992: Charity adopts new logo

Stafford Newsletter, 13 Nov 1992: Charity's new look

Stafford Post, 29 Oct 1992: Charity gets a facelift

Stanmore Observer, 29 Oct 1992: "She's not just my friend. She'smy girlfriend"

Stockport East Messenger, 6 Nov 1992: Charity changes image tofight discrimination

Stockport Times (East), 29 Oct 1992: New look mencap

Stockport West Messenger, 6 Nov 1992: Charity changes image tofight. discrimination

Stroud News & Journal, 28 Oct 1992: Family in national campaign

Suffolk Free Press, 5 Nov 1992: Mencap launch their new image

Thame Gazette, 23 Oct 1992: New image for charity

Warrington Guardian, 30 Oct 1992: New look for care group

Weekly Tribune (inc. Nuneaton, Eedworth Atherstone Citizen &

Observer, 5 Nov 1992: Book boosts new image

Western Mail (Cardiff), 29 Oct 1992: A boy from the village

2.8 31.

Western Telegraph, 4 Nov 1992: MENCAP launches a new image

West Herts & Watford Observer, 13 Nov t992: Group launches planfor greater equality

Westmorland Gazette, 23 Oct 1992: MENCAP new look

Yorkshire Evening Press, 28 Oct 1992: Change of image

This represents a real total of 90. Six of the reports wereprinted twice in different newspapers.

29 32

FOR IMMEDIATE RELEASE7 October 1992

MENCAP

MENCAP PRESS RELEASERoyal Society for Mentally Handicapped Children and Adults

MENCAP National Centre 123 Golden Lane London EC1Y ORTTelephone 071-454 0454 Fax 071-608 3254

REVOLUTIONARY NEW IDENTITY FOR MENCAP

MENCAP, the leading national organisation for people with alearning disability (mental handicap), is to launch arevolutionary new corporate identity, developed by designconsultancy The Partners.

A series of five striking images have been created to beused in conjunction with a new logo and strapline "makingthe most of life". These images are photographs of peopleof different ages and ethnic backgrounds with a learningdisability, which effectively reflect MENCAP's newobjectives for the future.

The new identity aims to update MENCAP's image bycommunicating the charity as an efficient, forward thinkingorganisation, at the same time as showing people with alearning disability in a positive way.

Steve Billington, MENCAP's Director of Marketing andAppeals, said:

"We are delighted with the identity, it will help to changethe public's perception of people with a learningdisability. The new images will challenge public attitudesand help us in our continuing fight for civil rights."

MENCAP will launch the new identity on Monday 26 October aspart of a major corporate relaunch. In addition to the newidentity, a new MENCAP manifesto will be published, and theMENCAP Media Awards Scheme will be launched by Lord Snowdon.

For further information please contact:

.Steve BillingtonMENCAP National Centre

James BeveridgeThe Partners Design Consultancy

33

Ends

Tel: 071 454 0454

Tel: 071 608 0051

For immediate. release

MENCA:

MENC P PRESS IRT,.-)Tal Society for Mentally Handicapped Children 'd Adults

2, , 23 -2.3 Cer'0454 Fax 071 3254

A NEW OUTLOOK FOR MENCAP

On Monday 26 October MENCAP will reveal a new logo, utilising five striking images whichsymbolise the charity's new objectives for the 1990's and beyond.

The series of eye catching images show people with a learning disability in strong, positiveposes and will replace the little boy logo known as 'Little Stephen' which has represented thecharity for over 20 years. MENCAP's new look will be just one feature of a major corporaterelaunch which will mark its changing objectives and the beginning of a more campaigningapproach to the issues faced by people with a learning disability.

The change for MENCAP underlines its original purpose of changing public attitudes and winningrights and opportunities for people with a learning disability.

The corporate relaunch will also feature the publication of the MENCAP manifesto, which setsout the organisation's aims and objectives on key policy issues, including citizenship, education,employment, family life, leisure and housing. The manifesto will form the basis of MENCAP'swork for people w th a leaning disability and their families for the next ten years and beyond.

Steve Billington, Director of Marketing and Appeals, said :"The new image and the manifesto are visible demonstrations of the internal changes takingplace in MENCAP. We are committed to the process of change and will continue to fight andcampaign even more vigorously for the wider re cognition of the rights of people with a learningdisability to live a full and active life in the' community."

The media will be called upon to help MENCAP in this fight. The MENCAP Media Award, whichwill be launched by Lord Snowdon, aims to encourage the positive portrayal of people withdisabilities in the media and so help to convey these vital images and messages to a wider public.

The launch day will also incorporate a major civil rights conference, where Governmentministers and specialists drawn from the field will challenge existing attitudes and explore newways of achieving human and citizen's rights for people with a learning disabiity. The day'sproceedings will culminate with a relaunch reception incorporating the MENCAP InternationalArt Exhibition, a celebration of the creative talents of people with a learning disability fromaround the world.

For further information please contact:

JANE LEWIS or ADAM MORRIS in the Press Offik4MENCAP National CentreTel: 071-454 0454

IMPAPY AVOW

ENDS

For Release 26 October 1992

RELAUNCH STEERS MENCAP INTO THE NEXT CENTURY

Today MENCAP, one of Briatin's best known charities, is launching a new corporate image to take itinto the next century.

Five innovative new logos showing positive images of people with a learning disability will be unveiled.The concepts of joy, dignity, independence and pride contained in the images are a more accuratereflection of people with a learning disability than the previous logo, Little Stephen, which depicted asad and pathetic image of a small white boy. The new logos show a mixture of people of differentages, races, gender and levels of disability.

To mark the Relaunch MENCAP is hosting a London-based conference on civil rights for people withdisabilities. Speakers will include Minister of Health, Tim Yeo MP, Canadian expert Marcia Rioux andother national specialists in the field of learning disability.

A series of six pioneering manifestos will also be published at the Relaunch in London today, clearlydescribing, in plain English, the organisation's past campaigning achievements and currentcampaigning objectives on key policy issues. The manifestos concentrate on the areas of citizenship,education, employment, family life, housing and leisure.

Lord Rix, MENCAP Chairman, said today:

"A large proportion of the general public is unaware of the problems facing people with a learningdisability in their day-to-day lives.

"With this relaunch MENCAP is giving a clear message to Government ministers, politicians, localauthorities and the general public that MENCAP will continue to campaign with renewed vigour for theabolition of discrimination against people with a learning disability," he said.

Crucial to MENCAP's campaign is the way people with disabilities are represented in the media. Toencourage a positive portrayal of people with disabilities, Lord Snowdon will launch the MENCAPMedia Awards this afternoon.

Relaunch Day will round off with the Gala Preview of the 29th International Exhibition of Art by Peoplewith a Learning Disability at the Colf-ns Centre in London. Guests at this celebration of creative talentinclude celebrities, leading politicians and some of the artists.

For further information please contact:

JANE LEWISSenior Press OfficerMENCAP National CentreTel: 071-696 5554 (direct line)orADAM MORRISPress OfficerMENCAP National CentreTel: 071-454 0454 ext 5721

:,-arTel. 0131-882 0155

Mid Bedfordshire CitizenPlanner No. 729-70.190Weekly

OCT i992

eking themost of life

CHANGING attitudes and greaterunderstanding of the mentallyhandicapped have led to an in-creasing number moving fromlarge institution-like hospitals andliving in family units within localcommunities.

And this seek Ntencap. as part ofit. campaign to educate the publicthat people with learning diNahili-ties/mental handicap. can still playa full and active role in the com-munity, launched its new logo.

The logo 'Making the most oflife' will he pan of five new itn-ages, and will will replace she lit-tle boy known as Stephenlogo which over the years has be-co-ic synonymous with Mencap.

Mencap relies heavily on volun-tary help, and here in Bedford wehave a very active branch, whichsupports and helps its 40(1 plusmembers ages range from as

. young as three up to the 60 year-_ olds.

Just as the age varies greatly, sodo the different disabilities orhandicaps.

Consequently, the type of help

*1el.. tre,

(4.,i St1

. .13 ,w-1, ON, ^

has to be tailor-made in order toanswer the individual need.

One of the main activities of theBedford branch is the providing ofholidays. Last year, for example,£5,000 was used to send memberson holiday to Bamberg or Over.strand in Norfolk.

in.some cases, families aregiven some financial assistance tohelp them get away for a break.

Another main project of Bed

.7.

ford Mencap, is boosting the num-ber of day care places.

Of the 400 people aged 19 to 60in North Bedfordshire andAmpthill, about 250 attend a daycentre. SO go out of the county and100 are in Brontham Hospital. Allthe Bedford and Kempston centresare full and very understaffed.

The other area requiring con-siderable funds is housing.

Small housing units based on a

Although Natwest supportsMencap on a national basis, italso operates Matching &ppon,a scheme that donates money toa local charity that is supportedor helped by a member of staff.

Pictured htf-at 1..11toilOarAgas_are Martin Harker, regional exec-utive director NatWest 's SouthEast Midlands Region who ispresenting a £500 cheque toMike Bonney, Bedford Mencaptreasurer who also works atNatWest regional office, MegCurran and twins Richard andEdward Crabbe.

family structure are a necessarypart of helping those with learn*disabilities /menatal handicaps tolive in the community.

Bedford Meneap in conjunctionwith housing associations has es-tablished several suitable proper-tics for small groups to live to-gether as a family.

It is just one way Bedford Men--cap is helping its members makethe most of

36BEST COPY AVAILABLE

av Fkvt,.A,urlicft-

1. The name "Mencap" was retained ;_..1+- is written :n a lowc,.

case format, "mencap".

menca,p2. The strapline "making the most of life" was added.

mencapmaking the most of life

3. MENCAP NEWS was renamed as menca s. "mencap" is wriittenin white lettering; "news" :n b and there is a redbackground.

4. The colours for the publicity material were standardised asfollows:

red for the background,black tor all lettering apart from the word "mencap"which is written in white.

MENCAP

BLACK

RED

BEST COPY AVAILAILg

5. Five photographic images of real ::'eople with learningdisabilities became the new logos.

V

mencapmaking the most of life

menca mencapmaking the most of lifemaking the most of life

CD-

BEST COPY AVAILABLE

3 8 -

mencap mencap

6. Six manifesto statements were produced.a) Housing.b) Citizenshipc) Family Life.d) Leisure.e) Employment.f) Education.

Some of the above images were used in these manifesto statementsbut others were also used.

BEST COPY AVAILABLE

1

3.9BEST COPY AVAILABLE

7. "Little Stephen" was replaced with ti new in:Iges.